This quarter, the [cognition] team focused on deepening measurement capabilities, expanding cross-channel visibility, and accelerating media execution. Below is a summary of the key product and platform developments from Q1, along with a look at what’s ahead.
Featuring insights from: Michael Lieberman, Vice President of Innovation
1. Headless Analytics Tag (HAT): Full-Funnel Attribution
The Headless Analytics Tag connects the dots across the entire customer journey, from a Streaming TV impression to on-site activity to a form fill. HAT is composed of two components working together: on-site tracking and a pixel on the creative. Together, they give clients a direct line from impression to conversion.
Real-world example: A consumer watches an ad on Amazon Prime, searches on their phone, and lands on a dealer site. HAT stitches that full path together in a way traditional attribution tools can’t.
Key Takeaway: HAT isn’t just another pixel. It’s a two-part system that delivers direct impression-to-conversion visibility.
2. Cross-Channel Visibility Is Expanding
HAT doesn’t just measure Streaming TV. Because of the on-site tracking layer, clients are also gaining visibility into how search, social, and other channels perform alongside their streaming campaigns. Combining all of those signals is becoming a bigger part of what clients expect and leverage.
Key Takeaway: Measurement is no longer siloed. Clients are starting to see the full picture of how every channel contributes, not just the ones [cognition] executes on.
3. Smarter OEM Program Management
A significant Q1 effort focused on helping clients who run OEM programs better manage, filter, and report on those campaigns. New insights reveal that customer paths don’t always follow a straight line—sometimes a tier-three ad sends someone to the OEM site first before they end up exactly where the ad intended.
Key Takeaway: The data tells a story. Customer journeys are more complex than most people assume, and now clients can see that complexity and act on it.
4. Faster Media Execution
On the execution side, Q1 was about making the managed service team more efficient and effective. Speed of execution is one of the biggest pieces of value [cognition] brings to partners, and significant behind-the-scenes work went into making that faster this quarter.
Key Takeaway: Not every innovation is client-facing. Some of the most important work is operational, helping the team move quicker so clients see results sooner.
5. DV360 Enhancements & Platform Expansion
[cognition] has been enhancing its DV360 offering, with plans to integrate and support more platforms in the months ahead. This is part of a larger mission: providing measurement and insight across every channel and DSP clients are working in, not just the ones [cognition] started with.
Key Takeaway: The vision is platform-agnostic measurement. As new channels and DSPs are added, clients should expect consistent insight no matter where their media runs.
6. What’s Next
Looking ahead, the team is focused on new technologies, clean room capabilities, and accelerating time-to-market for new products. The core goal remains the same: give partners the tools and insights they need to grow their business.
Key Takeaway: The pace of innovation is accelerating. What’s coming in Q2 and beyond will give partners yet another reason to lean into the platform.
Want to learn more?
Connect with Amber Daniel or Tim Daher.
